User experience is a crucial component, which takes responsibility for customer engagement as well as the website’s conversion rates. What’s more, 40% of online purchases are made via mobile devices, and these conversions keep increasing with time. Therefore, it is no secret that the new generation demands a better user experience and businesses have to deliver! Consequently, it is important to ensure mobile-friendly user experience for your website in order to maximize sales and attract new customers. If you want to discover the key factors that determine the user experience on mobile devices, keep on reading!
1. Do You Know The Rating Of Your Website’s Mobile User Experience?
A recent study done by WithGoogle showed that only 3 out of 10 websites allow users to save items to a wish list without the need to create an account. What that implies, is that a lot of users may discontinue engaging with the site, because of the effort it requires. Furthermore, 49% of store websites do not notify users of real-time errors when filling out forms, which can be troublesome for the customers. The examples mentioned above as many others are the reason why companies so rarely get an 80% or higher user experience rating. Even though the study showed that companies themselves usually rate their user experience between 80% and 100% the reality is quite different. In particular, only a few well-known companies, such as eBay, Booking.com have scored higher than 80%. This example shows that self-evaluation is not always reliable and cannot mirror reality. Also, it is important to look from different perspectives and use different measures to grasp reality as objectively as possible.
With all that in mind, it is crucial for your business to recognize these issues and optimize your mobile website experience.
2. Do You Know What Makes A Great User Experience?
The WithGoogle study displays three different sectors (retail, travel and finance) and the most important features that go into shaping the overall user experience of these domains.
In retail, the five most important features that determine user experience is page design, deep linking, consistent experience, no new tabs and call to action.
In page design, you have to look at how your pages visually align with others on the website. A clean aesthetic can immensely improve the overall look of the site. Also, when highlighting certain words on your website, use your brand’s colors, which will make the overall appearance aligned and pleasing to the eye.
Deep linking ensures an increase in time spent on the site. Namely, by identifying and taking users to the most relevant category page for search will capture and prolong more users on the site. A website to take an example from is Morphio. The online store directs users to the most compatible category page based on their search. This way the users can continue their shopping journey and find exactly what they are looking for, which will result in a conversion.
Further, a consistent experience refers to the aesthetic and the actual coherence throughout mobile and desktop pages. Here, the navigation, layout and visual elements should be in sync, creating a pleasant and easy user experience.
Contributing to a consistent experience is making sure all your pages stay on your domain and there are no new tabs opening up when the user clicks to go to a different page. For instance, if your blog is on a different domain it can negatively affect your traffic and lead generation.
Lastly, call to action is extremely important if you actually want to make more conversions and generate sales. Users may end up on your website and love the content; however, if there is no call to action to pursue them to actually act and give you their email address or purchase a certain product or service, then your website will defeat its purpose. Therefore, make sure your users are not just clicking away from your website due to a lack of persuasion to act.
3. Does Your Site Have Pop-Ups?
In the financial sector, the same three features (page design, deep linking and a consistent experience) are recognized as the most important. However, a consistent experience is the leading feature ensuring a positive user experience. Here, a valuable example to look at in means of findability is ME Bank’s on-site search experience. The navigation tool is clearly visible and makes it easy to find what you are looking for, which contributes to a well-organized and structured feel to the website.
Supporting the three main features are also no pop-ups and displaying the site’s activity.
Pop-ups, such as ads or sign-up forms can actually be quite annoying for the users and disturb their experience on your website. Therefore, it is essential to ensure that your website is pop-up free.
Lastly, showing the site’s activity also relates to a consistent website’s experience. What it means is that whenever a page is loading to the next one, it is important to display either a loading icon or other activity that is demonstrated. That way the user is ensured the page has not crashed. Certainly, for a banking app, it is quite important.
4. Do You Know How To Score High On User Experience Like Booking.com?
In the travel sector, similarly to the finance and retail domain, page design, deep linking and consistent experience play a vital role. However, in the top five features uncluttered pages have a high significance as well. Uncluttered pages contribute to an eye-pleasant design, which means that the content is well-spaced with a clear background.
Also, displaying comparisons for hotel accommodation or other details is important for the users on travel sites. For instance, Transavia, a low-cost airline, has a clear overview of offered destinations on its website as well as on the mobile application. Furthermore, there is a well-displayed monthly overview for each destination so that users can easily compare dates and prices.
Other important features that should be considered when optimizing web pages are credible reviews (retail, travel), landscape friendly view of images and videos (retail, travel), security (finance) and intuitive navigation or structured information on the site (finance).
5. Do You Keep Up With Your Competitors?
For more insights, it is valuable to look at several company websites, which have proven to have a positive user experience on mobile devices, such as a retail brand Morhipo, Coolblue and Marks&Spencer as well as eBay and Booking.com. Nevertheless, it is more important to specifically look at your competitor’s mobile websites and application and see if and how they are rated. That way you can have a better understanding of what is important in your business field in means of user experience. Further, you will know what to focus on and where to invest in
order to improve your user experience and ultimately generate more sales.
Anete Ezera has experience in journalism and content writing. Currently, she writes for JMR Digital, a digital marketing agency in Amsterdam, solving digital marketing problems for businesses around the world.